The National Peanut Board works on behalf of America’s peanut farmers and their families. Our mission is to improve the economic condition of USA peanut farmers and their families through compelling promotion and groundbreaking research.
National Peanut Board 2024 Officers and Members
Greg Baltz, Chairman
Casey Cox Kerr, Vice Chairman
Neal Baxley, Treasurer
Jeff Roper, Secretary
Alabama
Tom Corcoran
Thomas Adams, alternate
Arkansas
Greg Baltz
Allen Donner, alternate
Florida
William Carte
Nick L. Marshall, alternate
Georgia
Casey Cox Kerr
Wesley Webb, alternate
Mississippi
Lonnie Fortner
Alan D. Atkins, alternate
Missouri
Clay Deane
Russ Hoggard, alternate
North Carolina
Ray Garner Jr.
Julie Ward, alternate
Oklahoma
Mark DeLeon
Les Crall, alternate
South Carolina
Neal Baxley
Doug Jarrell, alternate
Texas
Jeff Roper
Mason Becker, alternate
Virginia
Paul Rogers
West Drake, alternate
At-Large
Lucy Shackelford
Clifford Neece, alternate PQ
VP
A Message From Our 2024 Chairman
My Fellow Peanut Farmers,
As PQ magazine reaches its 50th edition, I want to reflect on some highlights I have witnessed. Although I have only been active on the National Peanut Board (NPB) for 10 years, I recognize the early vision of the organizers and appreciate the sound foundation they established for its successes. Today, we continue to provide funding for groundbreaking production research, our marketing team is developing compelling engagements to reach peanut consumers, and our early commitment to address allergy issues is now leading the way for real solutions.
Production research in collaboration with research institutions has always been and will continue to be at the forefront of our responsibility as the guardian of producer check-off funds. Peanut farmers today recognize the advancements made in yield and disease resistance through these dollars. Our goals will continue to focus on science and technology to bring profits back to growers. One investment we made was in understanding the peanut genome, and now that research is propelling the development of peanut varieties for the future.
Trends and consumer habits have evolved since the founding of NPB, and so have our marketing techniques. Social media was not even a thing when we were founded, but today the vast majority of our marketing dollars are spent through it to reach younger consumers. Peanut consumption in the U.S. has reached all-time highs and we see the millennial and Gen Z consumers buying into the nutritional and taste value of peanuts and peanut butter.
Today’s Board owes a debt of gratitude to the early Board members who committed to be part of the solution to peanut allergies. That determination and financial commitment helped lead to multiple tools that help prevent peanut allergies. Our financial support continues today as researchers and allergy experts partner with us to advance solutions.
As chairman, I am honored to carry on the work of NPB because so many have helped create a strong foundation. Like all those before, today’s Board consists of talented peanut-farm leaders from peanut-producing states. Their dedication to and understanding of the industry is strong. With our CEO and President Ryan Lepicier and the dedicated staff at NPB, we will continue advancing our mission for years to come.
Ryan Lepicier NPB President and CEO
Greg Baltz Chairman
Planting Seeds for a Successful Future
BY RYAN LEPICIER President & CEO
It’s hard to believe it’s been nearly a year since I started this journey as president and CEO of the National Peanut Board (NPB). I am filled with a profound sense of pride and gratitude. It’s an honor to lead an organization that is deeply rooted in its legacy yet continuously planting seeds toward a brighter future.
When I first joined NPB more than 16 years ago, little did I know the incredible impact this journey would have on my life. My passion for peanuts and storytelling has been the driving force behind my dedication to both NPB and America’s peanut farmers.
Looking ahead, I am excited about the future of NPB. Our marketing strategy will continue to evolve, ensuring that peanuts remain relevant and appealing to consumers, particularly Gen Z and millennials. By embracing bold and cutting-edge promotions, leveraging social media platforms, and partnering with influencers, we will solidify our position as the most popular nut among these demographics, helping us reach our 8.0 pounds per capita consumption goal. Additionally, our focus on sustainability stewardship will guide us in creating campaigns that resonate with socially conscious consumers.
On the food allergy front, we will continue to fund research and drive progress towards a peanut allergyfree future. Collaborating with leading researchers, medical professionals, and advocacy groups, we aim to expand our understanding of peanut allergies. By fostering a culture of innovation and collaboration, we are confident that we can overcome the challenges posed by peanut allergies.
But perhaps what I am most grateful for is the opportunity to work alongside our nation’s peanut farmers. Their dedication to growing delicious, nutritious, and sustainable peanuts is truly inspiring. Peanut farmers across the country are hardworking and innovative, and their commitment to excellence fuels our mission and drives us forward. Together, we can accomplish great things, and I am committed to leading NPB toward continued success.
over the Milestones Years over the Milestones Years
By Lindsay Stevens
Over the years, the National Peanut Board (NPB) has worked to drive impact, through our dedication to funding research for peanut allergy prevention, funding production research and creating consumer promotions that increase per capita consumption. We’re proud of what we’ve accomplished and what we will achieve in the future. Below are some of our most important milestones to date.
2001 2002
The National Peanut Tour & First Production Research Grants Issued
In addition to the Board’s first promotional activity, which was the introduction of a 32-foot traveling peanut festival truck, this year saw the first round of production research project funding. Of the 70+ projects funded the first year, seven of them focused on the tomato-spotted wilt virus (TSWV). NPB’s later investment in the peanut industry’s genomics initiative would further support the research that would lead to a TSWV-resistant seed that will be available next growing season.
Launch of Buddy McNutty & First Key Allergy Research Grants Issued
This year marked the birth of NPB mascot Buddy McNutty. That year, Buddy did everything, including launching the Peanut Tour in Tampa, Florida, attending the NYC Walk America event with Joe Namath, helping out with our Radio Disney partnership by attending our PB&Jam concert series, and cheering on the Atlanta Braves at home games.
At the same time, Dr. Gideon Lack at King’s College in London noticed a discrepancy between peanut allergy in Israel and the United Kingdom. Dr. Lack learned that Israeli children were often fed a peanut-based teething snack within their first year of life, contrary to guidance from the U.S. and U.K. at the time. In 2002, NPB provided some of the very first funding to examine the role of early infant feeding to prevent peanut allergies.
First National Ad Campaign
In 2003, NPB created its first ad campaign, which centered around the platform, “a friendly reminder from the National Peanut Board.” The campaign was meant to remind people that peanuts, peanut butter and peanut candy are fun. The Board created versions of these ads for everything from billboards to shopping carts to magazines. The campaign generated more than 2 billion consumer impressions annually, helping America’s peanut farmers win in the marketplace.
2003 2004 2006
First Referendum
The referendum passed by an 81.7% margin — higher than the initial vote to form the national peanut check-off five years prior. To date, the results of the referendum have gone up with each vote, with the 2024 referendum showing that 93.23% of voting farmers said yes to continuing NPB’s program.
2005
Partnership with Culinary Institute of America
Before 2005, NPB had co-sponsored Culinary Institute of America’s (CIA) World’s of Flavor with the Peanut Institute, but that year NPB also sponsored a new event for our culinary initiative: CIA’s Worlds of Healthy Flavors. More than 30 of America’s most influential corporate chefs and other food service leaders, together with top nutrition scientists, world cuisine experts and key consumer trade media attended.
NPB Starts Funding Genomics Project
At the January 2006 Board meeting, Howard Valentine from the Peanut Foundation presented a compelling case to map the DNA, components and their function, of the peanut. This genomic research would prove crucial in understanding the peanut’s composition and functionality, opening the door to improvements in peanut breeding. NPB committed to funding the research that would ultimately lead to two groundbreaking peanut genome projects over the next decade. These efforts revolutionized peanut genetics, leading to more resilient crops and greater yields.
2007
Brand Tracking Study and New Strategic Plan
As part of its ongoing efforts to understand consumer perceptions, NPB conducted a brand tracking study with the Bantam Group. The study showed that consumers were increasingly recognizing the health benefits and flavor of peanuts and peanut butter. In response to these insights, NPB created a new five-year strategic plan, outlining the Board’s direction as it navigated new challenges, such as droughts and diseases impacting peanut crops. This strategic plan was a critical tool in ensuring that NPB remained agile and responsive to industry changes.
DeMarquiné Houston, NPB, with Steve Brown, executive director of the Peanut Research Foundation, in front of PeanutBase, the database that houses the genome project data.
2008 2010
Due to Dr. Lack’s Israel UK study and other research refuting the recommendation, the American Academy of Pediatrics changed their 2000 guidance on avoidance, stating that the introduction of allergenic foods “should not be delayed” as a means to prevent food allergies. This update fueled Dr. Lack and NPB to continue to pursue research that would lead to recommendations to proactively introduce peanut to help prevent peanut allergies.
2009 2011 AAP Updates Their Recommendation 10th Anniversary and PRSA Silver Anvil Award
In 2010, NPB celebrated its 10th anniversary with a special luncheon and media event in Washington, D.C. That year the Board also received the prestigious PRSA Silver Anvil Award for its communication efforts during the peanut salmonella crisis of 2009. The award recognized NPB’s effective response, which included a Resumption of Consumption Tour that visited cities like Atlanta, Houston and Los Angeles to rebuild consumer trust and promote the health benefits of peanuts.
“Energy for the Good Life” Campaign Skinny on Nuts
NPB launched the “Peanuts: Energy for the Good Life” campaign, highlighting peanuts as a source of sustained energy for an active lifestyle. The campaign was launched at New York City’s Grand Central Terminal, where activities ranged from media events with celebrity chefs to a peanutthemed “field” created inside the terminal. Just weeks before the event, however, a peanut salmonella outbreak caused widespread public concern. In response, NPB not only held the planned events but also ran a full-page ad in USA Today to educate consumers about the safety of peanut products and reassure them that peanuts remained a healthy, nutritious snack.
The 2010 Dietary Guidelines for Americans (DGAs) emphasized the importance of plant-based diets rich in fruits, vegetables, whole grains, and nuts. In response, NPB launched its “Skinny on Nuts” campaign, aimed at helping consumers understand how to integrate plant-based foods into their diets. A key element of the campaign was the creation of a dedicated website, which featured nutrition information, recipes and tips for eating gluten-free and managing food allergies.
2012
Energize Your World
The “Energize Your World” campaign invited consumers to experience the energy-boosting power of peanuts. The campaign included a sweepstakes with a 2012 Ford Focus as the grand prize. NPB Board members promoted the campaign at Grand Central Terminal in New York City and Six Flags Theme Parks in Georgia, Texas and Southern California, handing out peanut product samples and highlighting the benefits of peanuts as a sustainable energy source. The campaign generated over 1.3 million entries.
Allergy 2.0
NPB reimagined its approach to preventing peanut allergies with the creation of the Food Allergy Education Advisory Council. This new body expanded upon the work of NPB’s original Scientific Advisory Council and focused on educating consumers, parents and schools about the importance of early introduction. NPB also ramped up its efforts in K-12 schools, particularly following the release of new CDC guidelines that discouraged peanut bans in schools.
2014
24/7 Energy Campaign
The “24/7 Energy” campaign aimed to inspire people to incorporate peanuts into their daily routines for energy and nutrition. The campaign featured partnerships with food bloggers who developed energy-boosting recipes using peanuts. NPB also ran the “Energy to Burn Sweepstakes,” offering a grand prize vacation to Florida. The campaign attracted over 550,000 entries, and over 1,400 winners received instant prizes.
2015
LEAP Study Published
The groundbreaking LEAP Study (Learning Early About Peanut Allergy) provided crucial evidence that introducing peanut-containing foods to infants between 4-6 months of age could reduce the risk of developing peanut allergies by up to 86%. This study led to new guidelines, influencing pediatricians and parents to introduce peanuts early as a preventive measure against allergies.
Goes All-In on Digital
NPB expanded its relationship with public relations agency Golin to include advertising and marketing. This expanded scope of work introduced digital and social media strategies, including the launch of the “Peanut Vendor,” NPB’s consumerfacing digital personality.
#ShellOut Campaign
The #ShellOut campaign encouraged peanut lovers to share their passion for peanuts in exchange for peanuts — literally. NPB partnered with former football player Charles “Peanut” Tillman to amplify the campaign’s reach. The campaign reached over 21 million people and drove a 5.2x increase in purchase intent among participants.
Early Introduction Becomes the Standard of Care
NPB worked to establish early introduction as the standard of care. Collaborating with influential online parents and celebrities like actor Justin Baldoni, NPB helped spread the message about introducing peanuts to children at a young age. Through a heartfelt video series, Baldoni shared his personal experience with introducing peanut products to his son, helping to normalize the practice among parents.
2014 Allergy Education Advisotry Council Meeting. (L-R): Mark Dvorak, William Weichelt, Garrett Berdan, JJ Levenstein, Ryan Lepicier, Lauren Highfill Williams, Rick Wolff, Wesley Johnson, Bob Parker, Sherry Coleman Collins, Mitch Head.
Size 4 to 6 Months Campaign
To capitalize on the new guidelines released by the National Institutes of Allergies and Infectious Disease (NIAID) and the progress we made with our campaign featuring Justin Baldoni, NPB launched our Size 4 to 6 Months campaign. Size 4 to 6 months was a limited-time, custom-designed clothing line specifically made for babies to wear during the most critical time for introducing peanut.
2020
2022
2019 2023
Retail Promotion Launch
NPB launched a new retail promotion program aimed at boosting peanut butter sales during the summer months. Working with 19 retailers operating over 6,200 stores, NPB increased awareness and purchase intent for peanut butter through various strategies, including in-store advertising, digital campaigns and partnerships with registered dietitians.
First School Nutrition Summit
NPB hosted its first School Nutrition Summit in 2023, bringing together 30 school nutrition leaders to explore trends like plant-based eating and global flavors. During the summit, attendees learned strategies and success stories for managing peanut allergies in schools, including highlighting resources on our website and the Peanut Power Toolkit.
The new DGAs included a strong recommendation for introducing potentially allergenic foods, including peanuts, between 4 and 6 months of age. This landmark inclusion reinforced the importance of early peanut introduction and validated years of research and advocacy by NPB.
2021 DGAs Include Early Introduction Recommendation
Grow It Yourself Campaign
NPB introduced the “Grow It Yourself” (GIY) campaign, aiming to engage millennial and Gen Z consumers by offering them a handson way to experience growing peanuts. Our lead activation was partnering with PlantKween to create shareable greetings people could send out that included a peanut for them to grow.
2024
Little Peanut
NPB introduced “Little Peanut,” a fun, plushie designed to help educate parents about early peanut introduction. The plushie, which features a QR code linking to educational resources, made learning about peanuts engaging and accessible for young families.
As NPB enters its 25th year we are more committed than ever to our mission: improving the economic condition of U.S. peanut farmers and their families through compelling promotions and groundbreaking research.
This is a brief summary of NPB’s journey. For a more detailed story, scan the QR code to read the full article.
NPB’s Peanut Allergy Journey Driving Impact Over Time:
By Markita Lewis, MS, RDN
Peanut allergy research and the National Peanut Board (NPB) seem to go hand in hand. Since its creation, NPB has funded over $36 million in peanut allergy research, starting with a group of peanut farmers who decided that they were no longer going to be silent about allergies. They wanted a future in which peanut allergies didn’t exist.
Where Did We Begin?
Let’s take a step back into the past. In the late ‘90s and early 2000s, peanut allergies were on the rise without a clear reason. The American Academy of Pediatrics (AAP) released guidance to delay the introduction of peanuts to infants until three years of age. Peanut farmers were also receiving a lot of heat from both consumers and the industry alike about peanut allergies, but there wasn’t much empowerment to address the issue head-on.
It wasn’t until the formation of NPB that its original Board members, encouraged by Dee Dee Darden, former Virginia Board member, decided that they wanted to be a part of the solution.
“When NPB was formed in 2000/2001, no one in the peanut industry was talking about peanut allergies,” Darden said. “It was like if you didn’t talk about it, the problem would go away. But it was not going away, and allergies were on the rise. As a mother, new grandmother and peanut farmer, I saw an opportunity for us to be proactive and maybe make a difference. It took a lot of courage, but my fellow NPB members were on board. We took a small leap in 2001 and years later, Dr. Gideon Lack made a giant breakthrough with his LEAP study!”
Shortly after NPB began, the Board formed the Scientific Advisory Committee for scientists to come together and discuss the current allergy research landscape, and what needed to be done to drive the needle forward in finding solutions. From there, opportunities to collaborate and fund research arose.
Early Projects
NPB’s proactive peanut farmers have driven impact in all areas of allergy, including treatment. With farmer funding, Drs. Wesley Burks and Stacie Jones were able to conduct some of the earliest U.S.-based oral immunotherapy (OIT) research for peanut allergies out of both the University of Arkansas and Duke University in the early 2000s.
A partnership with Tanox Inc. (now owned by Roche Holding) in 2001 and 2002 helped begin research on antiIgE therapeutics for peanut allergy treatment. That early work has ultimately led to the development of anti-IgE treatments including Xolair (omalizumab), which is now an FDA-approved medication to help reduce allergenic reactions to top food allergens, including peanuts.
The LEAP Study
The story of NPB and peanut allergy research wouldn’t be complete without mentioning the longstanding relationship between NPB and Dr. Gideon Lack, the world-renowned researcher behind the Learning Early About Peanut Allergy (LEAP) Study.
When Dr. Lack and his team noticed the disparities in peanut allergies in Israel and the United Kingdom, NPB was one of the first organizations to help fund their research on the impact of early feeding and other factors on the development of peanut allergies. The initial Israel-UK study in 2008 gave promising data on early introduction and allergy prevention, and the later LEAP studies have revolutionized allergy guidance including the Dietary Guidelines for Americans and the AAP peanut allergy prevention guidelines.
Continuing to Drive Impact
The fight to eradicate peanut allergies is not over, and NPB continues to evolve the way that it drives allergy research forward. This year, NPB created a new food allergy grant program to support food allergy research through a health equity lens and support new voices in research. In this inaugural year, NPB received over 35 proposals from food allergy researchers and advocacy groups from around the world. In this new era, NPB plans to continue to drive impact in the world of peanut allergy research.
A Nutty Adventure Through 20 Years of National Peanut Board Campaigns
By Dena Malsom
For two decades, the National Peanut Board (NPB) has been on a mission to spread the love for peanuts and peanut butter far and wide. From quirky mascots to stunning art, the Board’s advertising campaigns have been anything but ordinary. Buckle up as we take a fun-filled journey through some of our most memorable campaigns over the years!
1 Buddy McNutty
AND THE 32-FOOT PEANUT EXTRAVAGANZA
Back in the early 2000s, schools and airlines were starting to ban peanuts due to allergy concerns, and sales were taking a hit. What did NPB do? They went big — literally. Enter the National Peanut Tour truck, featuring a 32-foot-high peanut made of steel and foam, cruising across the U.S. The tour was joined by a costumed sidekick, Buddy McNutty. This larger-than-life nut aimed to manage reputation and remind everyone of the peanut’s charm. And no, Buddy wasn’t a monocle-wearing mascot like some other famous peanuts; he was all about spreading nutty fun!
2 2009 2000 Energy for the Good Life
POWERING UP WITH PEANUTS
In 2009, NPB took on the task of showing just how mighty peanuts are when it comes to boosting energy. Their “Energy for the Good Life” campaign made it clear that peanuts pack more energy-boosting protein than any other nut. The ads reached out to everyone from moms to athletes, emphasizing that peanuts are the perfect snack to fuel your day and conquer your goals.
(L-R): Sherry Coleman Collins and Jewel Hazelton.
3
The Perfectly
Powerful Peanut ART MEETS NUTRITION
2014
Fast forward to 2014, and NPB was ready to take peanut promotion to new heights with “the Perfectly Powerful Peanut.” This campaign was a visual feast, featuring hand-illustrated botanical art that celebrated peanuts in all their natural glory. By showcasing peanuts’ authentic plant-based nutrition, the campaign linked them to health and vitality, letting people see peanuts in a fresh, natural light.
5 Project: Peanuts!
4 The Crop of Now
2018
PEANUTS FOR PEOPLE AND PLANET
In 2018, NPB turned the spotlight on sustainability with “the Crop of Now.” This campaign highlighted how peanuts are not just good for our health but also beneficial for the planet and the economy. Featuring stories from multi-generational farmers across the U.S., the campaign showcased the dedication to sustainable farming practices and the integral role peanuts play in supporting both our environment and local economies.
2020
In 2020, the world stopped, and people were forced to quarantine. NPB launched a campaign to promote in-shells when crowds weren’t allowed at sporting events. TV ads ran during baseball games to encourage at-home consumption, and growers were featured in a NYTimes article about the issue.
From larger-than-life mascots to beautiful botanical art, NPB’s advertising campaigns have been as diverse and delightful as peanuts themselves. Here’s to celebrating 20 years of nutty innovation and looking forward to many more!
Peanut Farming and Yesterday Today
By Lindsay Stevens
Today, when you think of the farm one of the first images that pops into your head is a tractor or a combine. But have you ever thought of how peanuts were harvested before the invention of these time-saving pieces of technology? Let’s explore the evolution of peanut farming equipment and practices.
Pre-American Agricultural Revolution
In the 1700s, oxen and horses pulled crude, wooden plows, which were inefficient for harvesting peanuts. All sowing was done by hand, with farmers using hoes for cultivation, sickles for cutting hay and grain and flails for threshing. The introduction of the cast-iron plow in 1797 was a significant breakthrough, allowing farmers to till deeper soil, thereby enhancing crop yields and making it easier to cultivate crops.
In 1819 came the creation of the iron plow with interchangeable parts, which not only simplified repairs but also reduced downtime for farmers, enabling them to maintain their equipment more easily. The introduction of steel saw blades in plows in 1834 further improved tilling efficiency. In 1837, John Deere and Leonard Andrus began producing steel plows that could cut through tough prairie soils. The development of practical threshing machines shortly followed, which laid the groundwork for future mechanized equipment.
This surge in production not only increased farmers’ need for cash but also encouraged the rise of commercial farming. In 1847, the onset of irrigation techniques in Utah marked the beginning of systematic water management. The two-horse straddle-row cultivator patented in 1856 made it easier for farmers to work between rows of crops, increasing efficiency and reducing labor costs.
The First American Agricultural Revolution
From the early 1860s to 1875, the shift from hand power to horsepower characterized the first American agricultural revolution. The introduction of gang plows and sulky plows — plows that allowed the operator to sit while working — marked a significant advancement in farming efficiency. In 1868, steam tractors were tested, though they were not widely adopted until later. The spring-tooth harrow, introduced in 1869, allowed for better seedbed preparation, leading to more consistent planting results.
Around the early 1900s George Washington Carver became a transformative figure at the Tuskegee Institute. He discovered numerous uses for peanuts, promoting crop diversification and sustainable farming practices in the South. His advocacy for crop rotation and soil conservation techniques greatly improved agricultural practices and contributed to the restoration of depleted soils, highlighting the importance of biodiversity in farming systems.
The early 1900s also saw the establishment of the first business solely focused on tractor manufacturing, which marked the beginning of a new era in agriculture. The passage of the Smith-Lever Extension Act in 1914 created a national extension service to educate farmers, which remains influential today.
By 1918, small prairie-type combines with auxiliary engines were introduced. The period from 1920 to 1940 marked the gradual increase in farm production and the widespread adoption of mechanized power, with the popularization of all-purpose, rubber-tired tractors.
The Second American Agricultural Revolution
The second American agricultural revolution, spanning the 1940s to the 1970s, marked the definitive shift from animal power to tractors, and an overall increase in technological practices. This transformation led to sharp increases in productivity per acre. In 1951, organic chemicals were discovered to protect plants against deficiencies, and by 1954, the number of tractors on farms exceeded that of horses and mules for the first time in history.
The 1970s saw the rise of no-tillage agriculture, which minimized soil disturbance and helped curb erosion. By the 1980s, more farmers adopted low-till and no-till methods, a trend that continued to grow in popularity. Although the 1980s were a challenging decade for many farmers due to economic downturns, by 1989, the sale of farm equipment began to rebound, with an increase in low-input sustainable agriculture (LISA) practices that reduced chemical applications.
The 1990s ushered in an era of information technology and precision farming techniques. In 1994, farmers began using satellite technology to track and plan their farming practices. Conservation tillage methods gained traction, leaving crop residues in the field to combat erosion and improve soil health.
The
Today, farming is more sophisticated than ever. Tractors equipped with GPS technology can guide themselves with remarkable precision, creating stored maps of fields that optimize planting and harvesting efficiency. Farmers can irrigate their fields remotely via smartphone applications, enabling them to manage their crops from virtually anywhere. Precision agriculture techniques, including soil moisture sensors and drone monitoring, allow for more efficient use of resources, ensuring that farming can adapt to the challenges posed by climate change and population growth.
The journey of peanut farming — from hand tools to cuttingedge technology — highlights a remarkable transformation. Each phase of this evolution demonstrates a commitment to improving efficiency, productivity and sustainability, setting the stage for the future of agriculture.
UNITED IN SPORT AND PEANUTS:
The18 and NPB Showcase Peanuts in Soccer
By Lindsay Stevens
The National Peanut Board (NPB) continued their work with The18 for the fourth year. We know peanuts are a unifier: of athletes, of fans, of recipes and of ingredients. This year, we’re celebrating the universal love of peanuts and peanut butter to show how they play a pivotal role in an active lifestyle and how they can connect people.
Soccer Influencers — Frankie and Femi
Leading up to our larger activation, NPB and The18 worked with two different soccer influencers. Femi Awodesu is an American soccer player documenting what it takes to be a professional soccer player in the U.S. We partnered with Femi for two ads with the taglines “fueling soccer’s future phenoms” and “snack like the pros do.” Femi also posted two partnered social media posts and created Femi’s Peanut Butter Smoothie.
We also partnered with Frankie Flo, a professional soccer freestyler1. Not only does Frankie compete as a soccer freestyler, but he is also training his young son to become a soccer pro. Frankie created two partnered social media posts and a recipe for Frankie’s Peanut Butter Sandwich. We also had two ads on The18’s website with Frankie using the taglines “a sweet snack for some sweet moves,” and “pairs well with fancy footwork.” Both Femi’s Peanut Butter Smoothie and Frankie’s recipe are on NPB’s website and the ads were used as direct links to them.
United in Sport
NPB and The18 also teamed up to showcase peanuts on the global stage during the 2024 Olympics. We worked with Cade Cowell, an up-and-coming soccer player set to be on the national team for the tournament in 2026, and Helen Maroulis, an American gold medalist in wrestling who won bronze at the latest games. This activation, aimed at players and fans alike, highlighted peanuts as both a fuel behind top athletes, and amazing ingredient in snacks to be enjoyed while watching the Games.
The athletes got together to make their perfect peanut butter smoothies. Cade’s Mr. Simple Smoothie and Helen’s Peanut Better Smoothie are both available on NPB’s website. After fueling up, the pair tried each other’s sports in a sport swap. When all was said and done, this activation produced three videos, three social posts each from Helen and Cade, three branded articles that live on The18’s website, multiple ads that lead to the recipes and two smoothie recipes that live on NPB’s website.
As of September 2024, the work with Frankie and Femi and our United in Sport campaign generated over 11 million impressions2 and 3.2 million content engagements3. From advertising on The18’s website, NPB received over 80,000 clicks to our website. The results from this campaign show that our audience is seeing and engaging with our message that peanuts and peanut butter are great fuel for active people.
You can see all of the content from these activations by scanning the QR code.
The Unsung Heroes: How Peanut Growers Bring
By Ashton Pellom
When you think of a peanut farmer, you picture fields of verdant greenery basking in the Southern sun. But these stewards of the land are also the heartbeat of the National Peanut Board (NPB), lending their expertise and warmth to events that bring peanuts to the forefront of culinary delight. Over the years, peanut growers have played a pivotal role in various NPB events, sharing their passion for peanuts and educating the public about this beloved legume.
At the 2015 Perfectly Powerful Peanut Pop-Up in New York City, acclaimed chef JJ Johnson and NPB partnered to celebrate peanuts. With sleeves rolled up, peanut growers mingled with food lovers, showcasing the nut’s incredible versatility — from everyday snacks to gourmet masterpieces, complete with farmers and their families doling out bags of peanuts on the bustling streets. Chef JJ’s culinary flair added an extra dash of excitement, offering a behind-the-scenes peek into the passion that goes into every peanut dish. The growers, the show’s true stars, captivated guests with tales of their craft, making each bite a delicious journey from farm to fork.
In 2021, NPB Vice Chairwoman Casey Cox Kerr appeared in Smosh’s YouTube series “Day Jobs.” Casey swapped roles with two gamers from the Smosh YouTube channel, taking viewers behind the scenes of life on a peanut farm. Her passion for sustainability and storytelling skills brought the daily grind of peanut farming to a global audience, turning ordinary viewers into peanut enthusiasts. To date, the video has close to 400K views on YouTube.
NPB
Events to Life
At the Next Gen Food Summit at the Culinary Institute of America in Napa, California, farmers Thomas Adams, Casey Cox Kerr, Lonnie Fortner and Les Crall used their wealth of knowledge to encourage food industry professionals to include peanuts on their menus and in their products. They transformed the summit into a lively exchange of ideas and innovations, leaving a lasting impression on all who attended.
Fast forward to the 2024 Peanut Explorer’s Market, where peanut growers once again took center stage at Smorgasburg Williamsburg, a farmers market that attracts thousands. From explaining the intricacies of peanut cultivation to sharing samples of their finest produce, our farmers made the experience memorable for attendees. The Peanut Explorer’s Market wasn’t just a feast for the senses; it was a testament to the dedication and expertise of those who nurture the peanut industry.
“To come to a market like this and see people have a pure interest just in the peanut product itself, it’s truly amazing,” said NPB Chairman Greg Baltz.
Our peanut growers bring NPB events to life with their authenticity and expertise. Their involvement ensures that every event is not just memorable but also meaningful, celebrating the peanut industry and its essential role in our lives.
Scan the QR code to see highlights from our Explorer’s Market.
Former Chairman Monty Rast at NPB’s Energy for the Good Life launch in New York City in 2009.
NPB Board Member Thomas Adams at our Next Gen Food Summit. (L-R): Godwin Ihentuge, Eric Boonshaft, Thomas Adams, Dawn Jackson Blatner, Eva Yablonsky Smith and CIA Chef Lars Kronmark.
The Path to Peanuts in Schools The Path to Peanuts in Schools
By Lauren Highfill Williams
Ten to fifteen years ago, peanut bans in K-12 schools were rampant, and clashes between propeanut and no-peanut groups were not uncommon. Today, thankfully, the tide has changed and there is more emphasis on education and management of all Top 9 allergens. Overall, school districts are seeing the value of not only allowing peanuts, but also adding them to their convenience and comfort. In fact, 50% of the top 50 school districts have peanuts on the menu, according to Technomic.
Market size is one compelling reason for the peanut industry to continue its focus on schools. K-12 has annual meal sales of $22 billion1, which is more than double McDonald’s U.S. revenue ($10.3 billion2). Plus, there are nearly 129,000 schools in the U.S.3 which is six times the number of Subway locations4. Removing barriers to serving peanuts in schools and inspiring innovative uses to peanuts more often can have a big impact on domestic consumption.
The National Peanut Board (NPB) hosted several events this year showcasing why now is the time for the peanut industry to rally around promoting peanuts in schools. In June, NPB presented a panel at Peanut Congress on Bringing Peanuts Back to Schools. The panel focused on best practices for managing food allergies in schools, correcting common myths and sharing the power of the farmer connection.
In July, NPB hosted the second Summer School Nutrition Summit in San Antonio, Texas. The two-day event brought together 30 school nutrition leaders from across the country who serve more than 4.1 million students. The program covered hot topics in school nutrition, including school breakfast; farm-to-school and sustainability; best practices for managing allergies without bans; and recipe inspiration.
Here are the highlights from these events:
School Chefs Want to be Innovative.
School Chefs Want to be Innovative.
While pizza and chicken nuggets remain mainstays on many school menus, today’s school chefs are a new breed. Chef Jason Tepper from Alexandria City Schools in Virginia is a previous restaurant owner. At the Summit, Tepper shared an idea that he and other panelists discussed based on creative ways to reduce sodium in school meals.
“The idea was an umami-rich, garlic and onion roasted crunchy peanut,” Tepper said. “It could be a smoked paprika, like a chipotle powder with a smoky kick like BBQ. No added salt to any of this. Like [a Mexican spice blend of mild chili peppers and lime] is a no brainer. I even did a honey maple flavor, the kids already thought that was really awesome.”
Food Doesn'tAllergy Only Mean Peanuts. Food Doesn'tAllergy Only Mean Peanuts.
In 2021, sesame was added to the top major allergens list, making it now the Big 9. Additionally, while the Big 9 are responsible for 90% of food allergic reactions, any food has the potential to be an allergen. What is a school to do if the parent of a child with a banana allergy wants a banana ban? Many families have children with multiple food allergies so banning or not serving one food like peanuts doesn’t protect or serve them.
Emily Brown is a parent of children with food allergy and allergic disease, including peanut and tree nut allergy and restrictions around milk, eggs, wheat, soy, fish and chicken, who does not advocate for bans. At the summit, Brown shared her experience “as a mom working to get accommodations in school while maintaining that my children have not only inclusion but that they’re building the self-efficacy skills that they will need as they will likely manage their peanut allergies most of their lives.”
Schools are all about education and food allergy is no different. This year we’re working with state peanut producer organizations to exhibit at school nutrition conferences across the country to educate and excite this market about peanuts. We’re getting on the speaking program at these meetings and the national stage at the annual conference of the School Nutrition Association in collaboration with the Peanut Institute. We will continue to rally the industry for this common cause. But we need your help to reach every school and promote the nutritious, delicious and affordable crop that America’s peanut farmers produce.
School Meal Programs Have Changed National School Meal Programs Have Changed
National
New federal meal standards were published this spring that schools must follow to be reimbursed for student meal costs. Three significant changes are positive for peanuts, including restricting added sugars, reducing sodium limits and making it easier to serve protein at breakfast. At the panel, director Alex Hallmark highlighted the new opportunity for peanuts and peanut butter in school breakfast. Grains, like a cereal or muffin, no longer must be offered at breakfast before a protein can be served.
“If I want to, I can offer straight protein for breakfast,” Hallmark said. “Now, peanut butter with fruit or peanut butter with celery, those options can be on their own at breakfast, and a smoothie can now just be offered. That's going to open up a huge use at breakfast with peanut butter.”
“School Meal Statistics.” School Nutrition Association. Accessed 23 Aug. 2024.
Revenue
2023.” Statista,
What You Can Do to Promote Peanuts in Schools
Despite the positive momentum, there may be individual schools or districts in your area that actively ban or don’t serve peanuts. As a local community member and farmer, you have the power to point out that policy is wrong and should be changed. In most cases, building a positive relationship with the school and bringing in your concerns will set you up for success.
Build relationships – Seek to build a positive relationship with the district or school. Reach out to someone like the school nutrition director, ag teacher or even the athletic director and offer to come in and give students the chance to meet a peanut farmer and learn how peanuts are grown. By making that connection and delivering a good experience, you will find an ally (or allies!) in the pursuit of bringing peanuts back to school.
Contact school leaders – Often, several school community leaders are involved in decisions about peanuts in schools. Superintendents, school board members, school nurses, school nutrition directors and athletic directors are a few. Names and contact information are commonly available on the school or district website. You may already know these school staff or have
ways of interacting with them, or you can email or call them with key points about the issue. Connecting face to face really makes an impact on these folks seeing you as a person. Contact NPB for talking points and letter templates.
Share resources – You can direct people to PeanutsinSchools.org where there are free handouts, guidelines, trainings, videos and more.
Connect with NPB – You are likely not the expert on serving peanuts in schools, and you don’t have to be. Connect your contacts directly with us by reaching out to Lauren Williams at lhwilliams@nationalpeanutboard.org.
NPB Brings Resources to the Forefront with New Website
By Lindsay Stevens
The National Peanut Board (NPB) invested in a website redesign last year. Housed at the same URL, www.NationalPeanutBoard.org, this new site showcases our production research database and allergy research resources, as well as resources for schools to introduce peanuts. While our returning visitors will still be able to access their favorite features, like our recipe section, Peanut Pro certification course and the Peanut Podcast, NPB is adding more features to make your visiting experience more streamlined.
Everything Peanut Allergy
Our website now features two sections on peanut allergies. Our Everything Peanut Allergy section provides resources from prevention to management and treatment for families, schools, healthcare providers and the food industry. Each audience segment (families, schools, healthcare providers and food industry) have their own personalized section with specific articles and resources for that audience type. On our Preventing Peanut Allergies section, you can find background and provider resources as well as step-by-step instructions on how to introduce your baby to peanut foods. You can also find continuing education materials like webinars, trainings and handouts.
Sustainability
Peanut farmers know that caring for the land and investing in conservation and sustainable practices means investing in their future and their children. NPB wanted to emphasize this passion by creating an entire page dedicated to sustainability on our new website. The Board hopes to continue to invest in this section to make it a one-stop shop for consumers with questions about sustainability.
For Growers
At NPB, we represent all U.S. peanut farmers and their families. Our grower’s section includes articles that focus on how advances in research, technology and farming techniques have increased the sustainability of peanut farming. Also, within our Grower section is the Our People page, where you can see what peanut growers represent your state on our Board. Similar to our previous website, the new website has an entire searchable database dedicated to our production research projects. A dime here, a dollar there — when it comes to research, it all adds up to keeping peanut production affordable for farmers and competitive on the world market.
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Scan the QR code to access the top visited articles.
BIG WINS FOR THE NATIONAL PEANUT BOARD
By Lindsay Stevens
The National Peanut Board (NPB) conducted both its referendum and economic evaluation this year, which both received overwhelmingly positive results.
First, U.S. peanut producers voted overwhelmingly to continue the Peanut Promotion, Research, and Information Program, administered by NPB, in a referendum conducted by the U.S. Department of Agriculture (USDA) from April 8-19, 2024. Results show that 93.23% of voting farmers said “yes” to continuing NPB’s research, marketing and promotion program.
“We accomplished almost every goal in our strategic plan, including reaching record-high per capita consumption of 7.8 pounds in 2022, growing peanut love among millennial and Gen Z consumers, and making peanut production more sustainable,” said NPB President and CEO Ryan Lepicier. “This resounding approval encourages us to continue working as hard as we can to drive impact for America’s peanut farmers and their families.”
“I am extremely proud of the work NPB does as a whole but especially proud of our work in the areas of production research and peanut allergy prevention,” said Greg Baltz, 2024 NPB chairman and a peanut farmer from Arkansas. “It’s great to see that U.S. peanut farmers value the exceptional work that the Board does promoting our sustainable, nutritious peanuts.”
NPB also released its Return on Investment (ROI) report, revealing the significant positive influence of NPB activities on peanut demand and supply across the U.S. The comprehensive analysis by agricultural economist Dr. Harry M. Kaiser underscores NPB’s vital role in driving the peanut industry’s growth.
“The findings of this report clearly demonstrate the essential role NPB plays in sustaining and enhancing the peanut industry in the U.S. Our commitment to innovative marketing strategies and cutting-edge production research continues to deliver substantial benefits to peanut growers nationwide.”
- Ryan Lepicier
Scan the QR code to see the full ROI report.
Peanut Pioneer Extraordinaire: Dr.Charles Simpson with
By Ashton Pellom
Dr. Charles Simpson dedicated over 50 years to advancing peanut science. As a pioneering peanut breeder at Texas A&M, he led expeditions to South America, collecting rare wild peanut species to enhance cultivated peanuts. Simpson’s work unlocked genetic diversity, enabling breakthroughs in disease resistance and drought tolerance. He mentored generations of peanut researchers, inspiring them to push the boundaries of what’s possible. Simpson’s passion, perseverance and scientific contributions have had a profound and lasting impact on the global peanut industry. His legacy as a peanut research trailblazer will continue to benefit farmers and consumers worldwide.
NPB: Dr. Simpson, you’ve dedicated your career to exploring the wild relatives of the peanut plant. What inspired this passion?
Simpson: Well, it all started when the dean at Texas A&M kept pestering me to go to graduate school instead of becoming a county agent. He convinced me to pursue a PhD, and the next thing I knew, I was being offered a peanut breeding job here in Stephenville, Texas. I’ll admit, I didn’t know much about peanuts at the time — just that they came in a bag and cost a nickel! But I accepted the challenge, and the rest is history.
NPB: Your expeditions to South America to collect wild peanut species sound like the stuff of adventure novels. Can you share some of your most memorable experiences?
Simpson: Oh my, where do I begin? Those trips were certainly not for the faint of heart. One time, my colleague Dr. Walton Gregory and I got stranded for five days when the radio at our makeshift airstrip hadn’t worked in years! We had to sweet-talk a missionary pilot to take us to the next village. Another expedition, we got stuck for 10 days when our vehicle blew an engine 750 kilometers from home. The Paraguayan army ended up rescuing us. But the real thrill was the discovery — finding an entirely new peanut species that no one had ever seen before. The adrenaline rush of stumbling upon something so unique is unmatched.
Photo courtesy of Dr. Simpson.
NPB: What were some of the key breakthroughs that came from your wild peanut expeditions?
Simpson: The wild species have been an absolute game-changer for peanut breeding. When I started, the cultivated peanut had a very narrow genetic base. But by crossing it with wild relatives, we were able to introduce valuable traits like nematode resistance, disease resistance and even drought tolerance. One of my proudest achievements was developing a hybrid that combined early leaf spot resistance from two wild species. That germplasm has been widely used by breeders around the world.
NPB: Looking to the future, what are your hopes for the Arachis Wild Species Collection you’ve helped build over the decades?
Simpson: I truly believe that collection holds the key to improving the peanut crop for the next 50 years and beyond. The molecular techniques being developed now will allow breeders to unlock all sorts of valuable traits from those wild relatives. Things like drought tolerance, oil production for biofuels — the possibilities are endless. Of course, I wish we could access a few more species that are currently off-limits, but overall, I’m incredibly proud of what we’ve been able to accomplish. My only regret is that my Parkinson’s may prevent me from making it out to Brazil one last time to explore that elusive area I’ve been eyeing. But I know the next generation of peanut scientists is in good hands. This wild peanut collection is their treasure trove to explore.
NPB: NPB has been a steadfast supporter of your work. How has that support impacted your research over the years?
Simpson: I can’t say enough good things about NPB. Their funding has been absolutely crucial, especially in supporting the replacement of lost material from the NPGS peanut germplasm collection in Griffin, Georgia. That kind of unwavering support makes all the difference. I’m forever grateful to the Board and the entire peanut industry for believing in my mission.
Since 2001, NPB has allocated more than $48.5 million toward state and industry production research, including Dr. Simpson’s research.
To hear more about Dr. Simpson’s research, listen to episode 30 of the Peanut Podcast by scanning the QR code.
Dr. Simpson accepting the American Peanut Council's Lifetime Acheivement Award at the 2021 USA Peanut Congress in New Orleans. Photo courtesy of Dr. Simpson.
PEANUT INNOVATION IN 2024:
NOSTALGIC FLAVORS
Nostalgia, Protein, Global Flavors, and Sustainability Drive
New Product Launches
By Valeri Lea, Sherman Mortiz
The peanut and peanut butter sector is buzzing with innovation in 2024, driven by consumer demands for nostalgia, health, global flavors and sustainability.
Nostalgic flavors are making a strong comeback, with peanut butter and jelly leading the way. Products like Rudi’s® Rocky Mountain Bakery’s PB&J Sandos and Skippy® P.B. & Jelly Wafer Bars are designed to evoke childhood memories, appealing especially to millennials and Gen X. This trend reflects a broader desire for comfort foods that remind consumers of simpler times.
PROTEIN-FORWARD SNACKS
Protein-forward snacks are also on the rise, catering to the health-conscious consumer. Brands like Bobos® and BHU Foods® are leading this charge with offerings like Peanut Butter Chocolate Chip Protein Bars and Peanut Butter White Chocolate Protein Cookies. These products focus on providing high protein content while maintaining delicious flavors, making them perfect for on-the-go snacking.
FUNCTIONAL AND SUSTAINABLE PRODUCTS
Functional and sustainable products are gaining traction as well. Peanuts, known for their low environmental footprint, are being highlighted as a sustainable protein source. Good Spread® Peanut Butter and Crazy Richard’s® Wholly Rollies® are notable examples, with both brands emphasizing sustainability and health benefits. Additionally, products like Pasokin® Smart Peanut Powder with Lion’s Mane Mushroom are pushing the boundaries by combining peanuts with functional ingredients for added health benefits.
GLOBAL FLAVORS
Another exciting trend are global flavors, as peanuts are being infused with international influences. Big Spoon Roasters® Peanut & Cashew Butter Lum Lum Thai Curry and Southern Grove® Mexican Street Corn Trail Mix are examples of how peanuts are used to explore bolder and more diverse flavors. This trend aligns with consumers' growing curiosity about global cuisine and their desire for more adventurous eating experiences.
Beyond these trends, there’s a growing variety of peanut butter spreads, including new flavors like white chocolate and honey-infused peanut butter. There’s also a resurgence of nostalgic snacks like peanut brittle and the use of peanuts in keto and plant-based products, showcasing the versatility and enduring appeal of peanuts in today’s food landscape.
Spicy Thai-Style Peanut Paella with Smoked Paprika Peanut Sauce
Total Servings: 4-6 | Serving Size: 1/6 of dish
Ingredients
Paella:
• 1 tablespoon olive oil
• 1 onion, chopped
• 2 garlic cloves, fine chop
• 1 inch piece of grated ginger (approximately 1 tablespoon)
• 1 pound ground pork chorizo sausage or chorizo links*
• 2 cups uncooked Arborio rice
• 2 cans of coconut milk, 13.5-ounce cans
• 1 can vegetable or chicken broth, 14.5-ounce can
Spicy Paprika Peanut Sauce:
• ½ cup dry roasted unsalted peanuts
• 1 tablespoon oil
• 1 tablespoon smoked paprika
• 2 tablespoons water
• ½ lime, juiced
• 5 ounces sliced shiitake mushrooms
• 1 red pepper, chopped
• ⅓ cup raisins
• ¼ cup sliced green onions
• ¼ cup sliced cilantro
• ¼ cup sliced basil
• Lime wedges
• ¼ cup unsalted roasted peanuts, chopped
• Salt & pepper to taste
The National Peanut Board (NPB) partnered with Jon Kung, a popular chef, podcast host and content creator, to create the ultimate, peanutpacked market experience in collaboration with Smorgasburg, the largest weekly openair food market in America. For two weekends, the Peanut Explorers Market inspired guests to explore international fares with peanuts. NPB promoted this recipe during this event.
Directions
1. Prepare the sauce. Roast the peanuts in the paella pan in oil, stir in the smoked paprika and salt. Combine all the sauce ingredients in a blender or food processor until smooth. Thin with additional water if needed.
2. Combine the coconut milk and broth. Prep all the paella ingredients.
3. Put 1 tablespoon oil in a paella pan over mediumhigh heat. When hot, add the onion and sauté for 3-5 minutes. Add the garlic & ginger for a minute, then add the peppers and mushrooms. Sauté for approximately 3 minutes. Add the rice, stir to combine well and toast the rice for 2-3 minutes, stir in the raisins. Add 1 ½ cups of coconut milk/broth liquid to the pan. Pinch 2 tablespoon pieces of the chorizo and nestle throughout the pan. If using links, cut on the diagonal into ½” pieces.
• ¼ cup cilantro
• 1 garlic clove
• 1 tablespoon sriracha
• 1 tablespoon fish sauce*
• 1 tablespoon soy sauce
• 1 tablespoon brown sugar
*Can be omitted for vegetarian/vegan option
4. Cook over medium-high heat, undisturbed. If the pan is too big for your burner, move it around a little; but otherwise, leave it alone. Add coconut milk/broth liquid, 1 cup at a time as needed when it begins to look dry. Do not stir. Flip the pieces of chorizo at approximately 15 minutes. At approximately 30 minutes, check for doneness of rice and season with salt and pepper. Keep adding liquid in ½ cup amounts (coconut milk, broth or water) until desired texture of rice is achieved. If you can smell or see the bottom starting to get dark, lower the heat a bit. The rice is done when tender and still moist.
5. If the mixture sticks a bit to the bottom of the pan that is called socarrat — a desirable characteristic of good paella. Drizzle the smoked paprika peanut sauce over paella as desired. Garnish with green onions, chopped basil & cilantro, chopped peanuts and lime wedges. Serve the paella in the pan, in the middle of the table for all to enjoy!
Nutrients Per Serving
Calories: 988, Calories from fat: 601, Fat: 67 g, Trans Fat: <0.5 g
American Peanut Shellers Association Names Chris Chammoun as New Executive Director
By Ashton Pellom
“It is truly an honor to be named the next executive director of the APSA,” Chammoun said. “I’m very excited about carrying on the great work of this institution and leading the shelling industry through future opportunities and challenges. I’m also eager to bring my expertise to TPI and the Peanut Institute Foundation. Having worked with many agribusinesses in the economic development space, I’ve seen first-hand how research and innovation can grow an industry beyond expectations. I look forward to working with the staff, Board, and our industry partners to ensure the future of the peanut industry.”
The American Peanut Shellers Association (APSA) announced the appointment of Chris Chammoun as its new executive director. With a strong background in agribusiness management, Chammoun is set to lead APSA’s dedicated team toward achieving transformative growth and operational success.
In his new role, Chammoun will focus on expanding APSA’s programs and strengthening its membership base. He will be responsible for overseeing the implementation of the association’s recently developed three-year strategic plan. The plan aims to pave the way for future growth while enhancing the value of the organization for its members, donors, sponsors, partners and other stakeholders.
Additionally, Chammoun will serve as the president of the Peanut Institute (TPI) and the Peanut Institute Foundation. Established in 1996, TPI is a non-profit organization that supports nutrition research and promotes healthful lifestyles incorporating peanuts and peanut products.
Chammoun’s extensive experience includes strategic planning, agricultural technology and innovation, advocacy and market economics. He previously served as director of AgTech at the Georgia Center of Innovation, where he led economic development efforts in the agricultural technology sector. His career spans over 12 years in Georgia agriculture, where he held several leadership positions, including director of public affairs for the Georgia Cotton Commission.
Founded in 1919, APSA provides leadership and advocacy for the U.S. peanut shelling industry. Headquartered in Albany, Georgia, it represents nine active shelling members and 165 associate members worldwide, working to ensure the industry’s long-term success and sustainability.
How One Alabama Farmer is Shelling Out Support for School Lunches Grower Voices
By Ashton Pellom
Hailing from the heart of Alabama, Jason Weber has deep roots in the state’s agricultural heritage. Since 2000, he has carried on his family’s farming legacy, which began when his grandfather first settled in the region in the late 1960s. Alongside peanuts, Jason and his family cultivate a diverse array of crops, including corn, soybeans and wheat across their 300-acre spread.
Now over two decades into his peanut-farming journey, Jason has emerged as a passionate advocate, determined to reintroduce this nutritious staple onto school menus throughout Alabama.
“Peanuts just made sense for our farm,” Jason explained. “They provided a great rotation with our cotton and grains, and the income potential was better than just sticking to traditional crops.”
But Jason’s motivation goes beyond the bottom line. As a father of four, he’s seen firsthand how much kids love peanut butter and jelly.
“Most children would jump at the chance to have peanut butter in the cafeteria,” Jason said. “The challenge is convincing school nutrition directors that it can be done safely.”
That’s where Jason steps in. He’s leveraged his position on the Alabama Peanut Producers Board to educate school leaders on best practices for managing peanut allergies.
“It’s about finding the right balance — we can’t just ban peanuts outright because a few students have allergies,” Jason said.
What’s Jason’s advice to other farmers who want to get involved?
“Take every opportunity you can to promote peanuts in a positive light,” Jason said. “Whether it’s talking to your local school board or connecting with the state peanut association, your voice and experience matter.”
He also encourages farmers to be open about their operations.
“The more we can learn from each other, the better off our whole industry will be,” said Jason.
With Jason leading the charge, the future’s looking bright for peanuts in Alabama schools, and you can bet his children will be the first in line for cafeteria peanut butter and jelly.
American Peanut Council Reverse Trade Missions Spotlights U.S. Peanuts
Tracey Grondine, American Peanut Council
What makes U.S. peanut exports so successful? When all is said and done, it comes down to relationships. One of the American Peanut Council’s (APC) primary roles is to help establish and facilitate the relationship between the U.S. industry and foreign decision-makers. Each year, APC leads trade missions to various overseas markets. Just as important are reverse trade missions, where APC brings foreign buyers to the U.S. for networking, education and to help highlight the people who make their purchases of U.S. peanuts possible.
Networking helps the U.S. industry develop better relationships with export customers and is a vital element to building international demand. Second, is education. There is no replacement for export customers being able to see the U.S. industry at a grower, sheller and manufacturer level, thus reinforcing the industry’s messages on food safety and reliability. And last is the human element. Reverse trade missions humanize U.S. peanuts by spotlighting farmers on their own soil. It gives a voice to growers to share stories about their farm and family history, sustainability efforts and unique challenges they face each season.
For nearly 20 years, APC has annually hosted a Mexican trade delegation to the U.S. In that time, exports to Mexico have increased 930% by value and U.S. import share has risen from 30% to nearly 90%. While commercial considerations still drive trade, this growth is in part due to the strong relationships that have developed between the two countries. Mexicans make sourcing decisions based on long-term historic relationships; for them it is personal as much as it is about business. This year, APC hosted a delegation from Mexico in Georgia and Alabama, Sept. 30-Oct. 3.
“For a market like Mexico, reverse trade missions are crucial and a key component of our program strategy,” said Mónica Moreno Arellano with Grupo PM, APC’s Mexican marketing partner. “This activity has allowed us to show the Mexican
industry firsthand what the U.S. peanut industry represents, including high-quality technology usage and sustainability practices, among others. But most important, this activity has allowed us to create long-lasting business relationships that have allowed our export volumes to grow each season and turn Mexico into the top destination for U.S. peanut exports.”
Japan is another market APC continues to cultivate through reverse trade missions, which officially began in 2008. Since then, U.S. peanut exports to Japan have increased 51% by value. At the same time, the U.S. share of raw kernel imports has risen from 17% to 45%. With Japan, APC brings together key customers who may have previously been doing individual supplier visits. By curating reverse trade missions, APC offers a more educational experience that encourages networking and is bespoke to each delegation. APC hosted the Japanese trade in Washington, D.C. and Virginia, Oct. 28-31.
“Japanese trade missions to the U.S. provide participants with invaluable insights into the American peanut industry, offering firsthand experiences and knowledge, while building collaboration and strong, long-lasting international partnerships,” said Izumi Amano with Motix, APC’s marketing partner in Japan. “These tours showcase the quality, innovation and versatility of U.S. peanut products, bridging cultural and business gaps, supporting the U.S. industry’s export promotion goals, driving market expansion and reinforcing American peanuts’ global reputation."
Over the years, APC has also hosted trade delegations from China and Europe, as well as groups of journalists and bloggers from Canada and Europe. These reverse trade missions would not be possible without help from other industry organizations and a special thank you goes to the National Peanut Board, American Peanut Shellers Association, the Peanut Institute, and various state grower groups for their continued support.
Financials
NATIONAL PEANUT BOARD BUDGET
Fiscal Year 25 (November 1, 2024 – October 31, 2025)
National Peanut Board
3350 Riverwood Parkway, Suite 1150
Atlanta, GA 30339
PQ Is Shifting to Digital:
With sustainability at the forefront of our minds, NPB wants to do our part to conserve resources and funds wherever possible, so PQ will soon be offering a digital format.
You can still receive a printed copy of PQ mailed to you. Please make your preference known by scanning the QR code below and filling out the quick survey. Those who do not respond by July 20, 2025, will automatically receive their PQ in print.
If you have any questions or concerns, please email acpellom@nationalpeanutboard.org.
